We used to say the truth was slippery. If we could never quite grasp it, still we believed it was out there somewhere, swimming the currents of events, perspective, and time. And as slippery as it might have been, getting at the truth mattered. These days, by contrast, truth is not only more difficult than […]
Yes! This is possible! It’s all about bundling. Our clients—ambitious marketers at large B2B technology and financial services companies—tend to use us for the “hard stuff.” These days, the “hard stuff” isn’t just the long stuff, it’s a bundle of marketing program assets that work together to nurture our clients’ customers along the buyer’s journey. […]
One of my ongoing projects is editing a series of articles, each written by one author but incorporating feedback from several teams. Instead of the conventional email-and-Word approach, we set out to use a cloud-based collaboration tool built for speed and simplicity. The tool would let us avoid endless email chains, conflicting sets of feedback, […]
Good copywriting is smart—plus polished, professional, and mistake-free. It helps your brand look good. It can also help you engage your audience more deeply and convert more prospects to customers. If you’re looking to “level up” the quality of your copywriting, there are many helpful tools available on the internet: 1. The free Hemingway App […]
Digital content should be short and sweet, no? Actually, your target audience may crave something more substantial. This post offers four reasons to “go long” with digital marketing content.
If your writers have ever written a wiki, they’ve probably done battle with the wiki editors. I’m convinced they post their objections gleefully. Writing wikis for a company or a product is particularly tricky—if your writers don’t tread carefully, they’ll likely get whapped with “This article is written like an advertisement. Please help rewrite this […]
Every subculture needs its holy scriptures. Business executives feel more like business executives when they read The Harvard Business Review. Marketers replenish their chops with Brandweek, start-ups with Entrepreneur. And so on. From The Mining Journal (founded in 1835) to Fish Farming International, name a specialty, and there’s a specialty publication that confers at least wannabe-insider status on its readers.
Newspaper obits describe the fabulous lives of uncelebrated people.
If you want to learn how to write clean copy, fast and under the gun – for marketing or any other arena where clarity is valued – the best training is in a big-city newsroom. (Assuming there are any such jobs left in journalism, but that’s another story.) Those of us lucky enough to have […]
USA Today. McPaper. The newspaper with the cutesy graphics and not much copy. The one you trip over when you leave your hotel room, and the one you take from the flight attendant when they’ve run out of the Times or the Journal. USA Today gets no respect. Agreed, it’s nowhere near as satisfying a […]